Getting back to business when back to business is anything but.

 “We have no way of knowing what lays ahead of us in the future. All we can do is use the information at hand to make the best decision possible.” – Christopher Walken, Wedding Crashers

As silly and lighthearted as the movie Wedding Crashers is, I’ve thought about this quote many times in the last few months. It’s probably a fair assumption that most of us have had to make a lot of decisions lately, and my guess is a lot of us have been uncomfortable having to make them. But we need to, so we do. We take all the information we can gather and choose a direction to go.

And now, after the world stood still this spring and early summer, there is a growing need to move forward—in a different capacity—with new information at hand. Customers are displaying different buying behaviors. Budgets have changed. Pain points and priorities have shifted. These seismic shifts have a lot of us as marketers wondering what to do and where to go next. The good news is there are ways to move forward.

Many have taken advantage of the extra time we’ve had at home (or wished we had) by organizing our closets, exercising more, spending more time connecting with family, the list goes on. So how can you use what is going on in the business world to benefit your organization? Here are a few thought-starters:

• Save money by consolidating your communications platforms. Your organization is most likely paying thousands a month for tech subscriptions you don’t use or need. Audit your martech stack to ensure you’re investing in only what is necessary and useful.
• Stay in front of customers by taking trade shows virtual. Chances are the trade shows and annual events you attend are canceled or postponed. Consider shifting budget to create an online experience that will engage your customers and prospects in a new way.
• Strengthen relationships with your most important audience. Your employees are one of, if not THE, most valuable asset your company has. Make sure they are feeling heard and are being communicated to regularly through a sound internal communications strategy. Don’t know where to start? How about here.
• Learn even more about your customers. Use this time to get even more familiar with your customers versus losing touch. Consider a voice of the customer initiative or creating 30-day roadmaps to stay connected.

The above tools can help you take a step forward during these times when you may not be able to see the whole staircase. There’s a lot of uncertainty right now, but one thing is for sure: The world is going to keep turning, and you don’t want to be someone left behind.

Contact me at olivia.tormento@akhia.com to get started on your path forward today.